Week 7 Readings: Organization Man The Race of the Web Sites 2004 “ Barack Obama and audacity of marketing” Creamer, Mathew from the Advertising Age On-line Politics by John Hannay
consistent message - Change, Hope; “a brand that was big enough to be anything to anyone yet had an intimate enough feel” - a message that could reach anyone anywhere - QN: In what ways is the success of Obama winning the Office of President, caused from successful campaign rhetoric/branding, and in what ways is his success derived from the content of his message and mission in office?
Community Development Obama meet up groups around the country: 20,044 members/interested group members from barackobama.meetup.com around the country The following information is from an Australian IT online journal article titled: “Internet the Key to Obama’s campaign success” by Media Editor Jane Schulze. Further quoted material comes from the following speakers at the Internet Industry Association held in Australia in February 2009: Temsamani is a Google leader, Ben Self is a former computer scientist who served as technology director for the Democratic National Committee. - campaign offices everywhere; Howard Dean as DNC director creates a presence in every state - 3 million online donors to the Obama campaign – Jane Schulze - “25 per cent of people who ‘pulled the lever’ for Obama on election day were already connected to him electronically” – - “bottom up campaign” - “campaign created more than 1800 YouTube videos, which were viewed more than 50 million times” - Jane Schulze - “During the campaign the DNC directly communicated with more than 68 million voters through the website and raised more than $770 million” – Jane Schulze - "The website made it easy for people to get involved" - Self says. from google manager cited by Media editor, Jane Schulze of Australia, IT online
Internet strategy - creation and maintenance of online communities - Obama has a profile on all the major online social network sites: Facebook, MySpace, YouTube, Flickr, Digg, Twitter, Eventful, LinkedIn, BlackPlanet, Faithbase, Eons, Glee, MiGente, My Batanga, AsianAve, DNC Partybuilder - barackobama.com, easy to use web site, easy to read and learn about his policies, makes users feel connected - campaign donors emailed other donors identified by DNC campaign headquarters, so message was personalized QN: How did Obama’s use of social networking sites contribute to the success of his campaign?
Questions? Will it be necessary for future Presidential elections to rely as much on digital technology as Obama did, or is it unique to Obama’s campaign?